Ugly Mug gets a facelift.

Back when Starbucks was king.

When we started working with Ugly Mug, nobody had heard of them. Micro-roasting wasn’t a buzzword yet, and customers needed a good reason to give an unfamiliar brand a try. So we gave them a new identity and packaging with a pull-no-punches attitude that didn’t just speak to customers, it shouted to them.

Purchasing managers were explicit: it was the packaging that helped Ugly Mug onto shelves from Maine to Florida. Simultaneously, we courted influential bloggers to spread the word. The result? A healthy curve up in sales and some new loyal customers. Apparently, the world was as ready for an unpretentious premium coffee as we were.